Exhibiting isn’t only about meeting new prospects—it’s also about strengthening relationships with your most important customers. Prioritizing meeting with key accounts at trade shows ensures that your biggest revenue drivers feel valued, supported, and connected to your brand.
Why Meet With Key Accounts at Trade Shows?
Key accounts are your “bread and butter.” Trade shows provide a unique opportunity to:
- Reinforce relationships in person
- Demonstrate new offerings or upgrades
- Discuss long-term goals and strategies
- Show appreciation for their loyalty
How to Plan Meetings With Key Accounts
Reach Out Early
- Contact key accounts 2–3 months before the show.
- Use a personal touch, such as handwritten notes or phone calls.
- Secure meetings before competitors fill their calendars.
Choose the Right Location
- Ideally, meet off the show floor for quiet and privacy.
- If not possible, create a private area in your booth with chairs and a table.
- Instruct staff to minimize interruptions during meetings.
Be Flexible
- Expect last-minute schedule changes—cancellations and no-shows are common.
- Stay professional and avoid showing frustration; trade shows are unpredictable.
Checklist: Meeting With Key Accounts at Trade Shows
- Identify your top accounts well before the event
- Reach out 2–3 months in advance with personal invitations
- Offer handwritten notes or calls instead of just emails
- Prepare a private space in your booth if off-floor meetings aren’t possible
- Brief staff on managing interruptions during meetings
- Stay flexible when schedules shift
Final Thoughts
Trade shows can be hectic, but setting aside time for key accounts pays off in stronger relationships and long-term business growth. As Absolute Exhibits has seen with clients, exhibitors who prioritize meeting with key accounts at trade shows build loyalty that lasts well beyond the event itself.
